Earticle

본 연구는 MMORPG인 월드 오브 워크래프트(World of Warcraft, WoW)를 사례로 하여, 플레이어의 참여와 상호작용 과정에서 나타나는 수행적 특성을 연극학의 수행성 이론을 중심으로 분석하는 것을 목적으로 한다. 본 연구의 목적은 WoW를 연극으로 규정하거나 게임과 연극의 동일성을 주장하는 것이 아니라, 수행성 이론이 디지털 게임 환경의 참여 구조와 의미 생성 과정을 설명하는 분석틀로 적용될 수 있는지를 검토하는 데 있다. 연구 방법으로는 수행성 이론에 관한 문헌 연구와 WoW 사례에 대한 질적 사례연구를 수행하였다. 특히 에리카 피셔-리히테(Erika Fischer-Lichte)의 자율적 피드백 고리(autopoietic feedback loop)를 핵심 분석틀로 설정하고, 이를 플레이어의 행위(action), 반응(response), 상호작용의 확산(interaction expansion), 의미 생성(meaning production)의 네 단계로 재구성하였다. 이를 바탕으로 WoW의 대표적 사례인 오염된 피(Corrupted Blood) 사건, 리로이 젠킨스(Leeroy Jenkins), 캐삭빵을 분석하였다. 연구 결과, WoW에서의 수행성은 게임 시스템 자체보다 플레이어의 참여와 상호작용 과정에서 형성되는 관계적 구조에서 나타나는 것으로 확인되었다. 플레이어의 행위는 다른 참여자의 반응을 유도하고, 이러한 상호작용은 공동체 전체로 확산되며 새로운 규범과 문화, 서사를 형성하였다. 이러한 과정은 피셔-리히테가 제시한 자율적 피드백 고리와 구조적으로 비교될 수 있으며, 수행성 이론이 MMORPG의 참여 구조와 의미 생성 과정을 분석하는 데 유용한 설명틀이 될 수 있음을 보여준다. 다만 본 연구는 WoW의 특정 사례를 중심으로 한 질적 사례연구이며 문헌과 기록 자료를 중심으로 분석했다는 점에서, 연구 결과를 MMORPG 전반으로 일반화하는 데에는 한계가 있다. 향후 연구에서는 다양한 게임 사례와 플레이어 경험에 대한 실증적 분석을 통해 디지털 환경에서 나타나는 수행성의 양상을 보다 구체적으로 검토할 필요가 있다.

This study aims to analyze the performative characteristics that emerge through players' participation and interaction in the massively multiplayer online role-playing game (MMORPG) World of Warcraft (WoW), drawing on the theory of performativity in theatre studies. Rather than defining WoW as theatre or claiming an equivalence between games and theatre, this study examines whether performativity theory can serve as an analytical framework for explaining the participatory structure and processes of meaning-making in digital game environments. This research employed a literature review on theories of performativity and a qualitative case study of WoW. In particular, Erika Fischer-Lichte's concept of the autopoietic feedback loop was adopted as the principal analytical framework and reconstructed into four stages: action, response, interaction expansion, and meaning production. Based on this framework, three representative cases from WoW—the Corrupted Blood incident, Leeroy Jenkins, and Caesakbbang (Character Deletion Bet)—were analyzed. The findings indicate that performativity in WoW emerges not primarily from the game system itself but from the relational structure created through players' participation and interactions. Players' actions elicit responses from other participants, and these interactions spread throughout the community, generating new norms, cultural practices, and narratives. This process can be structurally compared with Fischer-Lichte's concept of the autopoietic feedback loop, demonstrating that performativity theory provides a useful analytical framework for understanding the participatory structure and meaning-making processes of MMORPGs. This study is limited in that it is a qualitative case study focusing on selected examples from WoW and is based primarily on documentary and archival sources. Therefore, its findings cannot be readily generalized to all MMORPGs. Future research should examine a broader range of games and incorporate empirical investigations of players' experiences in order to explore more comprehensively the diverse manifestations of performativity in digital environments.

2016년 1월 스위스 다보스 세계경제포럼(WEF, World Economic Forum) 에서 처음 언급된 4차 산업혁명은 사회변혁을 예고하고 있으며 다양한 분야에서 이러한 과정들이 진행이 되고 있다. 세계경제포럼에서 발간된 보고서인 ‘일자리의 미래(The Future of Jobs)’에서는 2020년까지 인공지능, 로봇, 사물인터넷, 등의 혁신적인 기술로 인해 710만 개의 일자리가 사라지는 대신 210만 개의 새로운 일자리가 생길 것이라고 한다. 이와 같이 4차 산업혁명은 일자리의 종류와 숫자까지 언급되고 있으며 우리들의 삶의 질도 바뀔 것으로 예상이 되고 있다. 4차 산업혁명이 예술분야에 주는 변화가 긍정 또는 부정적인지에 대한 논쟁도 있지만 거스를 수 없는 대세라는 점에서는 이론의 여지가 없으며 4차 산업혁명으로 인한 변화에 어떻게 적응할 것인가가 중요한 문제로 남는다. 기술의 발전은 예술을 기계화 하려 하고 있지만 예술은 기계 시대 인간의 존속을 유지시키는 대안이기도 하다. 감성과 직관에 의한 창의적 활동이 작품으로 표현되는 예술이야말로 4차 산업혁명시대에 우리가 추구해야 할 가치 중에 하나이기 때문이다. 오늘날 우리는 세계경제포럼(WEF) 회장인 클라우스 슈밥(Klaus Schwab)이 “인간에게서 심장과 영혼을 앗아가고 인류를 로봇으로 만들어 버릴 수 있는 위험을 안고 있다”고 얘기한다. 우리는 기술혁명의 소용돌이 속에 있다. 변화를 슬기롭게 수용하고 새로운 예술콘텐츠로 문화부흥(Culture Renaissance)을 일으킬 수 있도록 시대 변화에 대응하는 방안을 고민해야 할 시점이다. 본 연구는 최근 화두가 되고 있는 4차 산업혁명 시대를 맞아 기술 환경의 변화를 중심으로 현재 진행되고 있는 문화예술 트렌드의 변화와 공연예술 콘텐츠의 생산과 소비, 유통구조의 변화 양상과 함께 예술과 기술이 결합한 융·복합 공연 사례를 살펴본 다음 급변하는 문화예술 환경에 대응하기 위한 방안을 모색하는 데 목적이 있다.

The Fourth Industrial Revolution, first mentioned at the World Economic Forum in Davos, Switzerland in January 2016, foreshadows social change, and these processes are taking place in various fields. In The Future of Jobs, a report published by the World Economic Forum, 2.1 million new jobs will be eliminated by 2020 due to innovative technologies such as artificial intelligence, robots, the Internet of Things, etc. It is said to occur. As such, the Fourth Industrial Revolution mentions the types and numbers of jobs and is expected to change our quality of life. Although there is debate about whether the Fourth Industrial Revolution is a positive or negative change in the arts, there is no debate in that it is irrefutable and how to adapt to the changes caused by the Fourth Industrial Revolution remains an important issue. The advancement of technology seeks to mechanize art, but it is also an alternative to maintaining human existence in the machine age. This is because art in which emotion and intuition's creative activities are expressed as works is one of the values we must pursue in the Fourth Industrial Revolution. Today we are in the whirlpool of a technological revolution that Klaus Schwab, president of the World Economic Forum, said, “They are taking the risk of taking heart and soul from humans and making humans robots.”. It is time to think about how to respond to the changes of the times so that we can accept change wisely and induce cultural renaissance with new art contents.

This study explores the digital transformation capability at the organizational level and conceptual the construct of the dimensions of digital transformation capability according to the dynamic capability theory. The digital transformation capability contains three hub-factors: sensing, organizing and restructuring. In addition, this research empirically analyzes the positive impact of digital strategic orientation on organization performance through digital transformation capability. First, we developed the measurement items of digital transformation capability, based on real cases of digital transformation. Then we collected data from the companies that are randomly located in different areas and cities in China. This survey covered different industries such as electronics, automobile, machine and equipment. Second, we collected 98 questionnaires and analyzed the data using smart PLS 3. This study has important academic significance for the theoretical development of digital transformation capability. Based on the dynamic capability theory, we used to define digital transformation capability as comprising a set of sensing, organizing and restructuring that iteratively reconfigured organizational resources in order to respond to changes in the digital environment.

글로벌화의 심화와 시장 경쟁의 가속화로 인해 디지털 전환과 ESG(환경·사회·지배구조) 성과는 기업 의 지속가능한 성장에 있어 핵심적인 요인으로 부상하고 있다. 본 연구는 2014년부터 2023년까지의 중국 상하이· 선전 A주 상장기업을 대상으로, 디지털 전환이 기업의 ESG 성과와 기업 성과에 미치는 영향을 실증적으로 분석하 였다. 분석 결과, 디지털 전환은 기업의 ESG 종합 성과를 유의하게 향상시키는 것으로 나타났으며, 이러한 효과는 환경(E), 사회(S), 지배구조(G) 차원에서 서로 다른 양상을 보였다. 추가 분석에 따르면, 투자 대비 성과의 시차로 인해 디지털 전환은 초기 단계에서 기업 성과에 단기적인 부정적 영향을 미칠 수 있다. 그러나 우수한 ESG 성과 는 이러한 부정적 영향을 완화하는 완충 역할을 수행하는 것으로 확인되었다. 본 연구의 결과는 ESG가 디지털 전 환의 중요한 결과 변수일 뿐만 아니라, 디지털 전환의 경제적 효과를 조절하는 핵심 요인임을 시사한다.

With globalization and intensified market competition, digital transformation and ESG (environmental, social, and governance) performance have become key drivers of firms’ sustainable development. This study uses Chinese A-share listed firms from 2014 to 2023 to examine the effects of digital transformation on ESG performance and firm performance. The results show that digital transformation significantly improves firms’ ESG performance, with heterogeneous effects across the environmental, social, and governance dimensions. Further analysis indicates that digital transformation may exert short-term downward pressure on firm performance in the early stage due to delayed investment returns. However, strong ESG performance plays a buffering role by mitigating the negative performance effects associated with digital transformation. These findings suggest that ESG is not only an outcome of digital transformation but also a key moderating factor in its economic consequences.

기존 모노펄스 레이더 시스템의 임계치 기반 BIT 기법은 Σ/Δ 채널 불균형이나 추적 루프 파라미터 변화 로 인한 점진적 성능 저하를 조기에 탐지하는 데 한계를 가진다. 본 논문의 목적은 시스템 동작 거동을 기반으로 성능 열화를 진단할 수 있는 성능 지향 BIT 프레임워크를 제안하는 것이다. 이를 위해 Σ/Δ 채널, 자동이득제어 및 거리·각도 추적 루프를 포함하는 물리 기반 디지털 트윈을 구성하고, 디지털 트윈 예측 결과와 실제 계측 신호 간의 잔차를 머신러닝 기법으로 분석하였다. 제안된 기법은 PBIT, IBIT, CBIT 전 주기에 적용 가능하며, 기존 BIT 대비 향상된 진단 민감도와 신뢰성을 제공한다.

Conventional threshold-based Built-In Test (BIT) schemes in monopulse radar systems are limited in detecting gradual performance degradation caused by Σ/Δ channel imbalance and tracking loop parameter variations. The objective of this study is to develop a performance-oriented BIT framework capable of diagnosing system-level degradation beyond component-level fault detection. To achieve this, a physics-based digital twin of a monopulse radar system is constructed by modeling Σ/Δ channel characteristics, automatic gain control, and range and angle tracking loops. Residuals between digital twin predictions and measured system responses are extracted and analyzed using machine learning techniques for anomaly detection and fault classification.The proposed approach enables unified application across PBIT, IBIT, and CBIT, providing enhanced diagnostic sensitivity and reliability compared to conventional BIT methods.

This study examines the development of digital literacy competencies among Korean university students through presentation activities in ESP-based Tourism English education. Using a mixed-methods approach, the research employs Importance-Performance Analysis(IPA) to evaluate changes in students’ digital literacy skills before and after engaging in tourism-related presentation tasks. Pre and post surveys and semi-structured interviews were conducted with 32 students. The findings reveal significant improvements in several digital literacy domains, particularly in AI and multimodal competencies. However, persistent gaps were identified in areas such as self-regulation and information processing. The IPA results highlight critical areas needing improvement, especially in self-regulation where performance consistently lagged behind perceived importance. These insights contribute to the ongoing discourse on enhancing digital competencies in higher education and provide practical implications for curriculum development in ESP-based tourism English programs.

디지털 전환은 제약기업이 경쟁우위를 유지하고 지속가능한 성장을 달성하기 위한 핵심 전략이다. 본 연구는 디지털 전환 과정을 디지털화 (digitization), 디지털라이제이션(digitalization), 디지털 트랜스포메이션(digital transformation)의 세 단계로 구분하고, 사례연구 방법을 통해 상 하이 복성제약(Shanghai Fosun Pharmaceutical Co., Ltd.)의 디지털 전환이 제약기업의 혁신성과에 미치는 영향을 동적 역량 관점에서 심층적으 로 분석하였다. 연구 결과, 디지털 전환 과정에서 동적 역량의 구축이 필수적이며, 각 단계에서는 상이한 역량 차원이 강조됨을 확인하였다. 또 한, 디지털 전환은 동적 역량을 통해 제약기업의 혁신 역량을 강화하고, 제품 및 공정 혁신을 촉진하며, 그 영향력은 단계별로 차이를 보였다. 본 연구는 제약 산업에서 디지털 전환의 단계별 과정을 개념화하고, 동적 역량이 혁신성과를 매개하는 핵심 메커니즘임을 규명함으로써 학문적 기 여를 한다. 실무적으로는 제약기업이 각 전환 단계에 적합한 전략을 수립하고 혁신성과를 극대화할 수 있는 방향성을 제시하며, 향후 본 연구의 결과는 고도 규제가 요구되는 다른 산업이나 계량적 후속 연구에서도 유용한 참고 자료로 활용될 수 있다

Digital transformation is a pivotal strategy for pharmaceutical enterprises seeking to sustain competitive advantages and achieve long-term development. From a dynamic capability perspective, this article examines the staged process of digital transformation - digitization, digitalization, and digital transformation - through a case study of Shanghai Fosun Pharmaceutical (Group) Co., Ltd. The study thoroughly analyzes how the company’s digital transformation impacts its innovation performance, emphasizing the mediating role of dynamic capabilities. Our findings indicate that dynamic capabilities must be built throughout the digital transformation journey, although each stage emphasizes different dimensions of these capabilities. Furthermore, the study reveals that digital transformation strengthens innovation capabilities of pharmaceutical companies and facilitates both product and process innovation through dynamic capabilities. The magnitude and nature of this impact, however, vary significantly across different stages of transformation. This study provides theoretical insights by conceptualizing the staged process of digital transformation and identifying the mediating role of dynamic capabilities in driving innovation outcomes. Practically, it offers strategic guidance for pharmaceutical firms seeking to enhance their innovation performance through targeted digital initiatives. The framework developed in this study may also serve as a reference for future empirical research or for application in other high-tech and regulated industries.

본 연구는 디지털전환이 중국 제조업의 기업 혁신성과에 얼마나 중요한 영향을 미치는가에 관한 인과 관계를 분석해 보았다. 이론적 배경으로는 동적역량이론을 기초로 하여 개념적 모델과 가설을 설정했 으며 분석의 기간은 2012년부터 2022년까지 중국의 A주 상장 제조기업을 표본으로 삼아 디지털전환 과 그에 따른 혁신성과 간의 관계에서 동적역량의 매개적 역할을 분석해 보았다. 분석결과에 의하면 디 지털 전환에 따른 기업의 동적역량과 혁신성과는 모두에 긍정적인 영향을 미치는 것으로 나타났으며 특히 기업의 동적역량은 혁신성과에 보다 긍정적인 영향을 미치는 것으로 분석되었다. 따라서 본 연구 결과에서는 중국의 제조기업의 동적역량이 디지털전환과 혁신성과 간의 관계를 매개하는 매우 중요한 역할을 하고 있다는 점을 알 수 있었고 이에 따라 기업은 성과개선과 글로벌 경쟁력 향상을 위해 보다 적극적인 방법으로 디지털전환을 모색할 필요가 있다고 할 수 있다.

This study examines the influence of digital transformation on firm innovation performance in the Chinese manufacturing industry. Drawing on the dynamic capabilities theory, a conceptual model and hypotheses are developed. Using a sample of A-share listed manufacturing companies from 2012 to 2022, we investigate the mediating role of dynamic capabilities in the relationship between digital transformation and innovation performance. The results reveal the following: digital transformation has a positive impact on both dynamic capabilities and innovation performance; dynamic capabilities positively influence innovation performance; and dynamic capabilities mediate the relationship between digital transformation and innovation performance. The findings of this study further validate the positive influence of digital transformation on firm innovation performance and shed light on the underlying relationships among the variables, contributing to the existing body of knowledge in this field. Practical recommendations are provided to enhance firm innovation performance in the Chinese manufacturing industry.

The purpose of this study is to explain the process through which digital integration leads to corporate performance through internal and external information sharing and organizational culture variables. The research model was verified with data from 203 Korean manufacturing companies. As a result of the study, information sharing within and between companies mediates the relationship between digital integration and corporate performance, and information sharing within and between companies has a very positive synergy effect in increasing corporate performance. It was confirmed that the more hierarchical the organizational culture, the more active information sharing between companies is through digital integration. This study makes a theoretical contribution by crystallizing the concept of digital integration and demonstrates its positive implications for corporate performance. Furthermore, it provides practical implications by presenting evidence for investments in digital integration for both internal operations and B2B relationship.

The use of on-premises technology in the business environment to create a competitive advantage is ushering in a new era known as digital transformation. As the foundation of digital transformation of enterprises, information technology still has a paradoxical effect on enterprises. This paper documents the effect of investments in IT on a firm’s long-term profitability performance measures as return on assets (ROA), as well as tests whether the earlier entrant and the later entrant are different in IT investment performance. Using a sample of China’s public firms IT investment data between 2016 and 2019, the result indicates that IT investment in firms have a positive effect on firm performance in full sample, but not in the financial industry firms. When it comes to the different investment time, the result shows no significant difference between the earlier entrant firm and the later entrant firm in the full sample, but not in the case of software industry sample. This should help alleviate the concerns that some have expressed about the viability of digital transformation given the highly publicized IT investment and implementation problems at some firms.

Influencers have established a notable online presence and have significantly influenced their audience on various social media platforms. They often collaborate with brands to promote their products through social media. Monetary and non-monetary compensation are crucial in these collaborations, affecting influencers' job satisfaction. Studies show that influencers' job satisfaction increases when they are satisfied with the brand's compensation process, which improves their performance and brand trust. There is a significant relationship between job satisfaction and brand trust, which is moderated by the empathy of influencers. When influencers’ empathy is high, brand trust rises; conversely, lower empathy lessens brand trust. This research, focusing on Bangladesh, is significant as it provides insights into the unique influencer-brand dynamics, which can differ from other countries due to cultural, economic, and social factors. Brands and influencers can benefit from the findings, which also address the study's limitations and suggest directions for future research.

Considering the trends in the market, innovations and technology-based developments in Pakistani banks, it is essential to know what impacts on employee performance in the banking sector. Hence, this paper suggests three factors: corporate social responsibility, public service motivation, and digital competencies and examines how they influence employee performance. It also investigates whether psychological empowerment can intervene. This paper concentrates on Pakistani banks such as MCB, HBL, UBL, NBP, Bank Alfalah and Meezan Bank. The online questionnaire was designed to collect data from 300 employees of the given banks. The collected data was analysed using structural equation modelling (SEM) technique. The results revealed that all the factors positively impacted psychological empowerment and employee performance. Similarly, psychological empowerment positively impacted employee performance as well as played a positive mediating role between corporate social responsibility, public service motivation, digital competencies and employee performance. The implications of this study are not just limited to the Pakistani banking sector, but are also global, for organizations in general, in terms of how employee performance can contribute to an organization’s growth within this competitive environment.

This study investigates the impact of information system capabilities (infrastructure capability, human resource capability, administrative capability) on firm performance with a dual mediating effect of innovation and business process performance and the moderating effect of entrepreneurial marketing in Indian SMEs. Based on the resource-based view theory, the conceptual framework has been developed. The structural equation modelling was utilized for the sample of 285 responses. The results demonstrate that information system capabilities positively impact firm performance. This research fills a gap in the literature by investigating the relationship between information system capabilities, business process performance, innovation performance, entrepreneurial marketing and firm performance. Additionally, innovation performance and business process performance have a significant mediating effect between information system capabilities and firm performance. Entrepreneurial marketing has a positive moderating effect on the relationship between information system capabilities and firm performance. this study provides valuable insights for practitioners and managers regarding information system capabilities in SMEs. This study builds a multi-dimensional hypothesized model, including mediating and moderating roles affecting the relationships.

Knowledge about academic writing is important to be promoted among the community in Institutes of Teacher Education Malaysia (ITEMs) as the teacher trainees will need to teach these academic writing skills to their students in the future. Additionally, the amalgamation of digital technologies and instructional practice is known to be able to ignite the change in the teacher trainees’ learning of academic writing. As such, this study was conducted by adopting a single group quasi-experimental research design to investigate the effects of digital writing software as a tool for process approach to writing on teacher trainees’ academic writing performance. The study was done on 10 teacher trainees at one ITEM using pre- and post-tests, observation, and reflective journal. Findings indicate that the use of digital writing software as a tool for process approach to writing does improve the teacher trainees’ academic writing performance. The eclectic approach proposes an effective way of enhancing the writing process and increasing the teacher trainees’ motivation to write digital conceptual papers. The use of digital writing software as a tool for process approach to writing can be carried out over an extended duration to develop better comprehension and practice of academic writing.

Small and medium-sized forwarders are being forced to embrace digital transformation as an increasing number of businesses are digitizing their operations through new digital technologies like IoT and AI. One major component influencing logistics service capacities is digital innovation. So, how can small and medium-sized freight forwarders enhance their organizational performance? In empirical research on international freight forwarding, the link among logistics service capabilities, organizational performance, and digital innovation is frequently absent. As a result, The study will analyze how the level of service in freight forwarding logistics affects organizational performance and how digital innovation plays a moderating role. This study surveyed 250 workers engaged in international transportation, and finally, the results of 203 surveys were analyzed. Hypothetical models were tested using structural equation modeling (SEM), and hypotheses were analyzed using SPSS and AMOS. The organizational performance can be affected by reliability service capability, value-added service capability, flexibility service capability, and information service capability of the freight forwarding company's logistics service. Second, it is found that digital innovation moderation strengthens the relationship between flexibility service capability, information service capability, and organizational performance. However, digital innovation moderation weakens the relationship between reliability service capability and organizational performance. Finally, digital innovation has no moderating effect on the relationship between value-added service capabilities and organizational performance. Freight forwarders should pay attention to improving logistics service capabilities, especially flexible service capabilities and information service capabilities driven by digital innovation, in order to promote organizational performance. Meanwhile, despite some negative impacts of digital innovation, its effect on the relationship between value-added service capability and organizational performance is relatively small, while attention needs to be paid to the risk of declining reliability service capability that may be brought about by digital innovation.

본 연구는 중국 은행산업의 환경-전략-구조 패러다임에 관한 연구로서 내부고객(종업원)의 디지털 전환 역량이 조직성과와 동태적 능력에 미치는 직접효과와 내부 마케팅과 조직성과 간 관계의 조절효과를 비교 고찰하였으며, 내부 마케팅이 조직성과에 미치는 영향 과 동태적 능력이 조직성과와 기업성과에 미치는 영향 및 디지털 전환 역량과 조직성과 간 관계의 조절효과를 연구하였다. 또한 조직 성과가 기업성과에 미치는 영향과 불확실성이 기업성과에 미치는 영향을 고찰하였으며, 이를 통해 은행산업의 환경-전략-구조 관계 및 디지털 전환 역량 지표 개발 등을 연구함에 있어 학술적 계기를 제공하고자 하였다. 특히 디지털 전환 역량을 디지털 비즈니스, 운영 프로세스, 디지털 조직구조로 세분화하고 이에 대한 측정 지표를 제시하였으며, 디 지털 전환 역량과 동태적 능력의 직접효과와 간접효과 및 내부마케팅과 조직성과, 불확실성의 기업성과에 미치는 영향을 연구하였다. 분석방법으로는 중국은행의 내부 종업원 526명에게 온라인으로 설문자료를 수집하여 PLS 구조방정식모형으로 분석하였다. 분석결 과 디지털 전환 역량은 동태적 능력에 양(+)의 영향을 미치나 조직성과에는 내부 마케팅과의 관계에서 조절효과로써 그 구성요소 중 운영 프로세스와 디지털 조직구조만 강화된 조절효과를 보였다. 또한 동태적 능력은 디지털 전환 역량과 조직성과 간 강한 조절효과로 써 영향을 미치고, 조직성과와 기업성과에도 양(+)의 영향을 미쳤다. 아울러 내부마케팅과 불확실성 및 조직성과는 각각 조직성과와 기업성과에 양(+)의 영향을 미치는 것으로 나타났다. 이러한 분석결과를 바탕으로 은행은 디지털 기술의 유연한 사용과 대응, 디지털 전환 전략 수립 및 비즈니스의 재창조 등 디지털 전 환 역량을 강화해야 한다. 또한 급변하는 환경의 불확실성에 대비하고 적극 대처하여 새로운 가치 창출이 가능해야 하고, 시장의 기회 와 위험을 지속적으로 탐색하며 상황에 적절하게 조직을 변화하고 재배치할 수 있는 능력을 배양해야 할 것이다.

This study is on the environment-strategy-structure paradigm of the Chinese banking industry, which examines the direct effect of digital transformation capabilities of internal customers(employees) on organizational performance and dynamic capabilities, and its moderating effect on the relationship between internal marketing and organizational performance. It also reviewed the effect of internal marketing on organizational performance, the effect of dynamic capability on organizational performance and corporate performance, and their moderating effects on the relationship between digital transformation capability and organizational performance. In addition, the impact of organizational performance on corporate performance and the impact of uncertainty on corporate performance were considered. As an analysis method, questionnaire data was collected online from 526 internal employees of Chinese banks and analyzed using the PLS structural equation model. As a result of the analysis, the digital transformation capability has a positive(+) effect on the dynamic capability, but only the operational process and digital organizational structure showed a strengthened moderating effect on the relationship between internal marketing and organizational performance. Dynamic capability has a strong moderating effect on the relationship between digital transformation capability and organizational performance, and has a positive(+) effect on organizational performance and corporate performance. In addition, it was found that internal marketing, uncertainty, and organizational performance had a positive(+) effect on organizational performance and corporate performance, respectively. Based on these analysis results, it can be concluded that banks need to strengthen their digital transformation capabilities, such as flexible use of and response to digital technologies, establishment of digital transformation strategies, and business reinvention. In addition, it is necessary to be able to create new value by preparing for and actively responding to the uncertainty derived from the rapidly changing environment. Banks also need to continuously explore market opportunities and monitor risks, and cultivate the ability to change and relocate the organization appropriately to the situation.